Dutton Merrifield paints a redesign for Blackfriar

Dutton Merrifield has redesigned the identity and packaging for paints and wood finishes manufacturer Blackfriar, and designed the communications package for a new outdoor product range, for a fee of between £250 000 and £300 000.

The identity will be launched in January, the packaging work launches from March and the outdoor product range, named Garden Wood, launches at Easter.

The consultancy presents the results of an audit of Blackfriar’s brand position this week, which will form the basis for the redesign of packaging across 760 product variants, and the identity.

The work aims to meet Blackfriar’s ‘objectives for the next five years’, says Dutton Merrifield client services director Paul Richards.

For the Garden Wood range, the consultancy has been charged with name generation, the creation of a brand identity and brand positioning, all communications and packaging. The range is Blackfriar’s first move into the garden market. It will offer paint and finishes for garden products, such as sheds, fences and decking.

‘Blackfriar is a brand that is not that well known outside of the south west of the country. It’s a premium product aimed at the trade and DIY enthusiasts. But with programmes like Changing Rooms becoming more popular there are now more people getting into DIY and so we need to position Blackfriar as being slightly more populist,’ says Richards.

‘The Blackfriar identity will be streamlined. The brand has immense equity and we can’t throw out 107 years of heritage. We intend to build on this foundation, while also taking the brand forward into one or two new areas,’ he adds.

The consultancy won a three-way strategic pitch to secure the work in October.